lập kế hoạch e marketing cho highlands coffee

For that reason, the development of products and services in general, as well as the coffee shop industry have gradually developed such as Highlands Coffee, The Coffee House, Trung Nguye

BỘ GIÁO DỤC VÀ ĐÀO TẠO

TRƯỜNG ĐẠI HỌC THĂNG LONG

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-LẬP KẾ HOẠCH E-MARKETING CHO HIGHLANDS COFFEE

Giáo viên hướng dẫn :Th.S Nguyễn Tường Minh Nhóm thực hiện :Điểm 10

Chuyên ngành :Quản trị kinh doanh

HÀ NỘI - 2021

Điểm Nhận xét của giáo viên

DANH SÁCH THÀNH VIÊN NHÓM

STT MÃ SINH

VIÊN

Table Of Contents PART 1 A NALYZE THE M ARKETING SCENARIO OF H IGHLANDS C OFFEE 1

PART 2 REALITY SITUATION OF M ARKETING ACTIVITIES OF

2.1.1 Marketing Communications on Facebook 9 2.1.2 Marketing Communications on Instagram 15 2.1.3 Marketing Communications on Youtube 16

List of images and tables

Figure 2.1 HLC’s Metrics Overview on Facebook 10

Figure 2.3 Frequency and interaction of HLC’s posts (By daytime) 11Figure 2.4 Average posts per weekday of HLC’s fanpage 12Figure 2.5 Engagement Rate of HLC’s fanpage in the last 3 months 13Figure 2.6 HLC’s Metrics Overview on Instagram 15Figure 2.7 HLC’s Metrics Overview on Youtube 16Figure 2.8 Homepage of HLC’s Website - 1 18Figure 2.9 Homepage of HLC’s Website - 2 19Figure 2.10 Monthly Domain Overview (Spyfu) 20Figure 2.11 Monthly Domain Overview (Spyfu) 20Figure 2.12 Affiliate Marketing of Highlands on VinID’s website 21Figure 2.13 HLC’s scandal about nylon cups and straws 22Figure 2.14 HLC’s popup requirement to connect wifi 23

INTRODUCTION

The reason for choosing this topic

When our life gradually improves and society is developing, people now thinkabout how to “dress well” besides three mains problems in the past (Rice, Clothes andMoney) For that reason, the development of products and services in general, as well

as the coffee shop industry have gradually developed (such as Highlands Coffee, TheCoffee House, Trung Nguyen Legend and so on) Today, people not only come to thecafé for just drinks, but also for a place to hang out with friends, meet partners andenjoy their time after a hard-working day

To keep up with the trends, Highlands Coffee needs to find specific and suitabledirections for its business to assert its position in the marketplace With the utmost

efforts of the HLC management team together with the agility in grasping the trend,Highland Coffee will continue to bring customers more suitable and convenientproducts to customers row Along with the modernization of the world, the increasingnumber of Internet users and diverse geographical locations, Highlands Coffee needs

to have a suitable online business strategy to catch up with the new trend of the world

as well as maintaining familiar customers and expanding new ones And so, our groupdecided to choose the topic "Planning for Digital Marketing for Highlands Coffee"

The Introduction about Highlands Coffee

Brand name: Highlands Coffee

Type of business: Franchise brand

Founder: Mr David Thai (born 1972)

Country of origin: Vietnam

Date of establishment: 1999

HISTORY OF ESTABLISHMENT AND DEVELOPMENT

1999: Highlands coffee was officially born

2002: The first generation shop was first born in Metropolis building, TP Ho ChiMinh City and after a week, Highlands coffee North moved with the shop in Au Lackiosk

2006: Highlands Coffee with 25 stores nationwide continued to release thesecond generation with many changes in brand identity and space design

2013: Highlands Coffee transformed into a model of "Self-service", welcomingthe first 3rd generation restaurant at Diamond Plaza, City HCM City

In 2016: Highlands coffee became the first coffee chain to own 100 cafesnationwide, and at the same time, in 2016, HLC introduced the coffee icon

In 2017: Improved based on the 3rd generation restaurant, the first 3.5Grestaurant was opened at Crescent Mall, Ho Chi Minh City - the generation of shopsthat define Vietnamese identity with a design space that reflects culture, scenery, andchildren Vietnamese people, Highlands coffee elevates Vietnamese coffee and breadinto art

In 2019: Becoming the largest coffee chain in Vietnam with more than 300 cafesspread across 24 provinces and cities nationwide

PART 1 ANALYZE THE MARKETING SCENARIO OF HIGHLANDS

COFFEE

1.1 Macro Environment

Macro Environments are all forces outside the organization Although notdirectly and related to the business, it is very powerful Including factors: economy,politics, culture-society, technology-technology, natural environment, demographics.1.1.1 Economic Environment

It is an important content in the analysis of the macro-environment Purchasingpower depends on and is determined by income and price Therefore, the contents such

as economic growth, economic structure, income distribution, the balance ofpayments, inflation rate, price slippage, banking system, interest rates, savings andconsumption, tax, income, state and private ownership, economic sectors, labor,foreign investment, seasonal, part-time workers, exchange rates, and monetary issuesall affect bridge

In Vietnam, the average income level is 2,800 USD and will gradually develop tointegrate with the world With that number, the purchasing power of consumers willdirectly affect Highlands coffee strategies in the future And in the current digital age,demand becomes more and more important and questions of businesses in the coffeeindustry in general and Highlands in particular need to have plans to attract newcustomers to the brand Highlands Coffee

1.1.2 Cultural - Social Environment

In the character and thinking of Vietnamese people, they always want toapproach new and more innovative things and like many people think that productsand services from "foreign" are, of course, a good product Above all, every individual

in Vietnam always wants to be served with a welcoming, enthusiastic attitude as well

as giving them the comfort of using a product or service

Vietnamese people have their style of enjoying coffee, they do not considercoffee as a quick drink, effective against sleepiness like Americans, but enjoy coffee as

a culture: sipping and thinking Sitting by a cup of coffee, sipping a small sip while

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reading the newspaper, listening to music, chatting with friends, working withpartners, or sitting at work, and also to reflect on life, about people …

Currently, there has been a big change in the way of enjoying coffee by a largenumber of people in big cities "Going to coffee" is no longer merely the act of fillingpeople with a black liquid that contains no caffeine, it becomes a verb showingmeeting, communicating, sharing experiences in space, drinks

Therefore, Highlands Coffee is more and more widely available throughout theterritory of Vietnam and is called a "genuine" coffee company The company not onlysells pure coffee or drinks like many other shops, but they also enter the niche, that is,into service During the industrialization period, people went to cafes, not just to drinkcoffee Moreover, customers want to spend a moderate amount to buy luxurious space,ideal working seats and a place to meet and chat For Highland Coffee, with a warmattitude, welcoming customers and caring with them wholeheartedly, Highland Coffeealways has a friendly look from their customers and has a large number of loyalcustomers

1.1.3 Technical Environment

With the appearance of many services outside customers such as delivery (Grab,Baemin) or websites, articles to evaluate a product and service are very good Manynew applications like Foody, Now, Also, there is a big rise in Vietnam aboutYouTubers specializing in evaluating products and services to the viewers And alwayscatching up with the times to improve, HLC now is becoming a potential partner withthe famous service brands mentioned above Therefore, with the majority ofVietnamese people using the internet and resonating with the above factors such asassessment, delivery, service, It is easy to bring products and services to customers.easy for HLC

1.1.4 Natural Environment

In the first half of 2020 and until 2021, the world is faced with a very dangerousvirus, Covid-19, which greatly affects the economy, especially for businesses intransportation and production Export, However, for HLC, difficulties andchallenges are also an opportunity, with the isolation of society throughout Vietnam,HLC has promoted the sale of products via the method of online delivery hands with

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customers and attract customers with special promotions With the epidemic not on theend until now, this service of HLC will continue to develop further shortly.

Besides, Covid-19 also works for many businesses, the company does not forceemployees to come to the company every day, but they can choose to work from home

or at some other place HLC is a good place for them, grasping the situation, HLC hasbeen implementing promotional products with coffee and breakfast combos within acertain time frame in the morning and noon when they have a lunch break Therefore,even if the pandemic continues to change, it will be easier to improvise in allcircumstances of HLC than many other items

1.2 Micro Environment

The micro environment includes elements in the industry that are directly related

to the achievement of an enterprise's goals, the basic factors that make up the microenvironment of the business such as internal, supplier, medium marketing space,customers, public groups and competitors

Highlands Coffee has won awards such as the top 100 best workplace or the top

50 most popular employers

Highlands Coffee is the most present in Ho Chi Minh City, with more than 100stores, covering all districts Notably, in the central area of District 1, if you pick uplandmarks at the newly opened store located on Le Duan Street, about 200 metersfrom Notre Dame Cathedral, within a radius of 1-2 km, there are about 20 Highlandsstores sealed this area Although concentrated with dense density, Highlands Coffeestores are always empty, the day is office people and at night is a gathering place for

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young people's coffee Although leading in the number of stores, always crowded withcustomers, this "giant" does not seem to have achieved its ambition.

1.2.2 Customers

a, Industry customers

Customers can be coffee enthusiasts These people love what you do and canenjoy talking to you about coffee, while a long line of people is standing in line behindthem You need to be ready to talk to customers about your new brew, but you alsoneed to be clear about customers who are less enthusiastic and just want to drink theircoffee right away

Customers are those who depend on wifi This is a group of people who needwifi for their work as well as activities What makes them most comfortable is thatthey can use wifi in a completely free, unlimited, fast and convenient way

Clients are Freelancers They are one of the most targeted groups of customerswho need a certain focus to get their job done So for these customers, your restaurantneeds to meet the airy, wide space, the sound environment is not too noisy for them towork in the most concentrated way You can design comfortable seats, add light Ifyour destination meets one of the above requirements, most likely during low peaktimes, you can maintain a regular, regular customer base

A customer is an object group of groups, friends This is also considered apopular target group of cafes because the need to meet and chat with friends andacquaintances is still selected to take place at the cafe locations Comfortable, simplespace, good drink factor, good service quality, beautiful location, affordable price.However, not all units can achieve all 4 criteria above when serving customers

b, Targeted customers

− Group 1 : Men and women aged 25-40

+ Love wide space, modern and delicate design

+ Are people with a relatively high income

+ Have a career, often bring technology equipment to work

+ Choosing Highlands Coffee is not only a place to meet friends and relativesbut also a place to work, discuss or sign contracts with partners

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− Group 2 : Young people

+ Age 18-24, are a university student or new graduate

+ Want a suitable space to study, take notes, and hang out with friends.+ Love technology, am passionate about social networks, and often usesmartphones …

In the process of moving to a market economy, there is competition andinternational economic integration trends, liberalization the business needs moreattention and attention in determining target their customers

Highlands Coffee chooses to follow the foreign giants by fusing domestic andforeign flavors and styles And the customers that HLC has been serving are middle-class consumers, office workers, and young people Drinking coffee here also makescustomers feel that they belong to the upper classes Or the customers of the upperclasses, who cannot drink coffee at an ordinary, unbranded store, they have to drink atHighlands Coffee - a place with brand reputation, partly to assert their level HLCalways focuses on creating a comfortable and exciting coffee-enjoying atmosphere forcustomers to enjoy every day Sitting in the bar and sipping a cup of coffee, enjoyingthe cool air, reading a few pages of newspapers, listening to the soothing and relaxingmusic, which is not comparable And sure enough, stress covers,

Business people when doing business, negotiating contracts with partners,sometimes to achieve a contract as expected, must also take out his partner, orcustomers HLC is a very reasonable place We can easily see many artists, journalistscoming in and out regularly for work purposes here

Combined with enjoying coffee, customers come to the coffee shop also forrelaxation, stress relief after stressful working hours especially for office workers Inaddition, there is also a strong team of foreigners and overseas Vietnamese who aretired after an enthusiastic shopping process at Ben Thanh market or wandering aroundSaigon streets often choose Highlands Coffee as a stopover

For young people who need a meeting place, group meeting or dating… HLC is

an ideal place for many customers Many places also have rooms for organizingmeetings, birthdays

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1.2.3 Marketing Intermediary

From its inception up to now, HLC has always shaped its brand to be a classycoffee brand, serving those with good income; Therefore, the distribution strategy andlocation arrangement of the restaurant are always carefully considered by HLC tobring comfort and convenience to customers in any restaurant The first impressionwhen coming to HLC is an open space, half-closed This is in line with their businessphilosophy: Mix between modernity and charm, traditional values of Vietnam HLChas cleverly arranged the store in the combination of the noise and bustle of the streets

in the big city center with modern, dynamic but no less romantic love of the restaurant.This makes this system different from other cafes That is why HLC only chooses themost beautiful facades in the city such as shopping centers, big hotels (Vincom, Hanoitower ), City Theater, lakeside, neighborhoods bustling both shows class, whilepositioning a luxury brand, stylish

Regarding the distribution system of HLC, the chain of coffee shops Mainlyfocused on: Restaurants - hotels Customers of the hotel system, restaurants and cafesare also considered customers of HLC It can be said that HLC is a part of showingtheir lifestyle like the hotels or restaurants they like HLC understands the needs of thisconsumer class All the things that HLC does but always give customers the feeling ofexcellent quality That is the reason why HLC always stands firm and supports itscustomers as professional coffee associates HLC has a team of experienced staff,excellent coffee quality, modern machinery and technology, and above all, it is a strongpassion for coffee

1.2.4 Supplier

As a stylish brand, HLC places full confidence in giving customers the mostrefined coffee experience To do that, all stages are strictly followed by their standards.From selecting only the best coffee beans for roasting to creating an atmosphere ofcomfort and excitement

With a commitment to quality, starting from the selection of coffee beans, HLConly works with reputable suppliers for the best grade A beans Then, the laboratoryperforms the task of checking the samples to make sure they meet the strict standardsset After importing the goods into the warehouse, workers will choose to remove

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weak seeds Just one poor-quality coffee bean can ruin the quality of an entireshipment.

1.2.5 Competitors

Currently, famous coffee shops not only in the country and spreading out toSoutheast Asia are Highlands, The Coffee House, Starbucks, Trung Nguyen, ButHighlands Coffee and The Coffee House are serious competitors in the past year,reflected through the following characteristics:

− History:

The Coffee House was founded by Mr Nguyen Hai Ninh and held the CEOposition in the early years Mr Ninh was born in 1987, once known as the co-founder

of the Urban Station chain that created a coffee trend among young people In 2014,

Mr Ninh established TCH chain with the first stores with the inspiration, "Go forcoffee" for a long time not just drinking a cup of coffee but also a chance to meet andchat with friends TCH values the connection between people and customerexperience

HLC was first born in 1999 and gradually spread to the world with its own rawmaterials, honoring Vietnamese coffee culture, Phin coffee culture to serve Vietnamesepeople The founder of HLCe is David Thai with a passion for raising the level ofVietnamese coffee around the world

− Atmosphere:

Young, modern, suitable for the "juicy conversation culture" when going toVietnamese coffee and especially being present at most of the big street corners,interspersed with commercial centers are the advantages of HLC chain

On the contrary, TCH has a teenage atmosphere, inclined to the trend of officespace and workspace Usually appears in places with a high concentration of teenagersand large roads

HLC is set up according to modern trends and national identity, focusing ontraditional cafes and each Highlands local has built a typical concept of that region.Then TCH is completely different when it is inclined to modern, classic and vintagetrends The color of the restaurant is light, cool, the tables and chairs set up a separatespace for guests

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− Menu and tastes:

As two competitors are "struggling" to occupy the same market, so the menus ofthese 2 chains of Café are similar And the menu that is chosen by the most customers

is Coffee and Tea

The coffee flavor of the two shops is different For those who love coffee andconcentration, Highlands is the place that customers choose The taste of coffee inHighland is the dark, delicious and delicious roast In contrast, TCH’s taste is not verystrong and the coffee color is usually lighter than HLC

Golden Lotus Tea and Tra Dao are also favorites of these two famous coffeeshops But the taste of Tra Sen Vang and Tra Dao in HLC is richer and more fragrant.Ice cream in 2 flavors of sweet tea is sweeter than TCH

− Packaging:

The packaging of HLC not only has the function of containing the product butalso has all other functions such as preservation, company name, finished product, For TCH, the packaging is very focused, not only ensuring the most convenientpackaging, but also the uniqueness and environmental friendliness

− Traditional:

HLC introduces products, capabilities, image and reputation of the company tocustomers in addition to advertising via television, public products, internet HLC isalso a coffee chain with a lot of different promotions with each period or program forspecial days of the year combined with products on current popular mobile phonessuch as Zalo, Facebook, Qr Code, Highlands brings to customers convenience andsave time as possible

TCH is extremely different and special It is strange that not using tricks butdirectly hit customers' psychology from small but very touching stories about "home",about "family" Each story, each customer feeling is appreciated and spread to manypeople It is not just about telling stories but also about inspiring, motivating, creatingvaluable lessons and attracting a huge number of interested customers Listening tocustomers and understanding customer insights have helped The Coffee House alwayshave a stable loyal customer base and create a positive viral effect in the community

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